Optimizing Expanded Text Ads

expanded text ads

Now that all AdWords users are obliged to use the new AdWords Expanded Text Ads format for their PPC campaigns, it’s time to start focusing on optimizing your expanded text ad campaigns to get the most out of your updated ads. Many advertisers are already seeing positive results from their expanded text ads, and updating your campaigns to optimize for the new ad format can yield great ROI for your digital advertising strategy moving forward.

Here are our tips for kickstarting your expanded text ads and making your move to using AdWords’ longer ad format as smooth and beneficial to your campaigns as possible.

Transition into Optimization — Don’t Leap

Whether you started testing out expanded text ads as soon as they were available, or if you’ve waited until now to start updating your campaigns, keep in mind that you’ll want to keep your existing campaigns running as you make the transition to the new ad format.

Make changes incrementally and experiment with your existing campaigns slowly, rather than starting entirely from scratch. If the prospect of slowly changing and experimenting with your campaigns seems too daunting, you may want to enlist the help of expert PPC managers to make the process move more quickly and efficiently.

Leverage Dynamic Keyword Insertion

Dynamic Keyword Insertion (DKI) can help boost CTR by catching your audience’s eye with more personalized, relevant ad copy. With a higher character limit to leverage in the expanded text format, advertisers can take even better advantage of this useful AdWords tool moving forward.

One ad performance study found that by using Dynamic Keyword Insertion in the heading of the new expanded text ads, advertisers were able to boost their click through rate by up to 55%. DKI didn’t have the same impact when used in the description section, however. In order to get the most value from DKI, leverage it as a part of your header to create ads that “click” with your audience at first glance.

Use the New Length to Your Advantage

PPC experts have stated that while your headline length doesn’t seem to have a significant impact on ad performance, the description does.  Expanded text ads perform best when advertisers utilize the description section at its full length. Take advantage of this newfound space to convey a more compelling message to your audience.

Longer ad copy allowances can make it easier for advertisers to use keywords effectively. Make sure that you get your keywords in your header to catch your audience’s eye and use the description section to provide more information and a compelling CTA.

Rewrite Ad Copy for Quality

If you’ve been running PPC campaigns for any amount of time, you probably have a few campaigns that have been performing better for you than others. It may be tempting to simply tack an additional few keywords to the end of your existing ads. But optimizing your new expanded text ads requires more than simply making your ad copy a bit longer.

In their recent guide to expanded text ad optimization, Google’s advice to advertisers was, “Don’t simply add a second headline to your existing ads. Rethink your entire ad creative.” Well-crafted ads should be a holistic effort. To create stronger, more cohesive ads in the expanded text ad format, reconsider what makes your most successful ads work well, and build new copy from the ground up to replicate (and hopefully surpass) their success.

Craft Device-Agnostic Ads

In addition to expanded text ads, Google has also recently introduced separate device bidding functionality, making it easier for advertisers to pinpoint device-specific audiences. However, the AdWords team has made it clear that the new expanded text ad format is responsive, eliminating the need for advertisers to create device-specific ad copy. Google has gone so far as to advise against creating device-specific campaigns for the new format.

While time and A/B testing will tell whether or not Google’s advice holds true, advertisers can rest assured that their ads will display correctly across various devices. As a result, you’ll benefit from writing your ads with the intention and awareness that they will be served up to an audience that spans multiple devices.

Rethink Ad Extensions

Here at Webrageous, we’re big advocates of using ad extensions to craft more impactful mobile ads. Ad extensions let you add more information into your ads than you would be able to fit otherwise, such as a phone number to call, or reviews of your business. But with more space for copy, the ad extensions you’re currently using might be redundant. Rethink your current choice of extensions and check out the complete list to AdWords extensions to see how you might be able to use them even more efficiently with expanded ads. With mobile-friendly extensions like Click to SMS and Location extensions, advertisers have more ways than ever to pack a a ton of value into their newly optimized PPC ads. 

Optimize Your Expanded Text Ads Campaign Strategy with Webrageous

True campaign optimization requires more than ad-level changes. To truly get the most out of your new expanded ad campaigns, you may need to give your entire ad strategy a makeover. If you are committed to optimizing your ad campaigns in 2017, the expert PPC management team at Webrageous can help. We’re currently working with many of our customers to update, improve, and optimize their AdWords campaigns, and we can do the same for you. Contact Webrageous today to start developing a more impactful PPC strategy.

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Getting More Out of Cross-Device Attribution Reports on AdWords

 

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The buyer’s path to conversion isn’t always straight and narrow. According to Google, as many as 60% of buyers start their purchasing journey on one device and finish on another. Tracking your prospective customers throughout their journey and understanding how they make decisions are critical parts of understanding how you can tailor your PPC campaigns to reach the right audience.

To fill this information gap for their advertisers, the AdWords team has updated their cross-attribution reporting. The new reports are designed to provide clear, actionable information about user behaviors. These reports are a valuable tool for advertisers and have the potential to change the way advertisers think about their audience and their PPC advertising campaigns. In this article, we will look at what’s included in AdWords’ three new cross-device attribution reports, and how to use them gain more insight into your campaigns’ performance.

Getting to Know The New Cross-Device Reports

  • Devices – The “devices” report shows how much cross-device activity is happening on your account overall. This report provides a high-level overview of what kinds of devices are important to your campaigns.
  • Assisting Devices – The “assisting devices” report focuses on how often certain devices provided an “assist” to a conversion. This report is useful for fine-tuning your bidding strategy across devices.
  • Device Paths – The “device paths” report illustrates the most common conversion paths that your audience takes across multiple devices. Again, this report can be useful for adjusting your bids, and for gaining stronger insight into common buyer journeys.

 

How to Use Cross-Device Attribution Reports to Improve Campaigns

The introduction of these new reports can be leveraged to improve the performance of your campaigns. AdWords recommends several actions to get the most out of these new reports:

Use Attribution Models Other than Last-Click Attribution: In a world where your audience may see many ads across many platforms before they convert or make a purchase, last-click attribution doesn’t always tell the full story of what ads and messaging are working well. Want to change up the way your attribution models work based on device paths or conversion-assists? Using cross-device attribution reports can help you move beyond last-click and determine which points in the buying cycle are most impactful.

This information can help you better understand your users and anticipate buyer behaviors more effectively. The more granular “assisting devices” and “device paths” reports can be especially useful for determining which devices might be contributing to your conversions.

Update Bid Adjustments: If you’re using automated bidding to manage your campaigns, cross-device reports can help you make your advertising dollar work harder for you. Since Google reinstated device-level bidding earlier this year, you can adjust your bids to focus on the devices that you know will convert the best. This pinpointed bidding strategy can help improve your visibility when viewers switch between devices, ensuring that when your audience moves to the device that they’re most likely to make a purchase on, your ads are front and center. The higher-level “devices” report should be your go-to report for determining which devices you’ll want to focus your ad spend on.

Leveraging Report Data to Develop Better Ads

You may also want to use the data from cross-device reports to improve your ads and optimize them for multi-device conversion paths. You can optimize your ads to accommodate common user behaviors. For example, if your reports reveal that many of your conversions are coming from people who view your ads on both mobile and desktop, you may want to make sure that any campaigns that you have running mobile-only or desktop-only have consistent, cohesive messaging. This will help ensure that your brand has a more memorable impact across multiple interactions.

Another step you may want to take if you notice that many people view your ads on multiple devices is to simplify and clarify the language of your ads to optimize for mobile screens. Gaining a better understanding of cross-device user flows can also be useful for honing more impactful ad copy. While the introduction of expanded text ads has made it easier for advertisers to craft effective mobile PPC ads, it’s still important to take mobile and desktop users’ respective behaviors into account when you create your ad strategy. 

Managing Complex AdWords Campaigns with Webrageous

With any change to the AdWords platform, you may need to change up your advertising strategy to optimize the resources that you have available. Webrageous has been managing PPC campaigns for over a decade. We have experience with a wide range of campaigns with both complex buyer journeys and in highly competitive spaces.  

If you’re curious to see how leveraging the data you’ll find in the new cross-device attribution reports can help give your campaigns a boost, we can help. The Webrageous team can provide you with the strategic campaign management you need to benefit from these new cross-device attribution reports. To learn more about our services and how we can start improving your PPC campaigns today, contact Webrageous now.  

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Using Expanded Text Ads Effectively

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Earlier this year, AdWords introduced expanded text ads. With more space for ad text and some changes to ad format, the introduction of expanded text ads represents a significant change to the way advertisers will write ad copy. Google has announced that by January 2017, advertisers will be obligated to use the new format.

While many advertisers are already seeing promising results, you may find that making the transition to the new format will require a period of testing and experimentation. Today, we’ll go over what’s changing with AdWords expanded text ads, and explore some of the ways that advertisers can prepare for the shift and start getting the most value out of the new ad format.

Expanded Text Ads: What’s Changing

AdWords is introducing several key changes to ad formats with expanded text ads. The goal of the reformat was to make ads more mobile-optimized. Since over half of ad traffic now comes from mobile devices, it makes sense that AdWords is focusing on delivering a higher quality experience for their users across all devices.

    1. Expanded text ads mobile-focused. These new ads are larger than previous ad formats, and are designed to automatically display correctly on screens of all sizes.
    2. They have two headline lines instead of one, with a total of 30 characters between the two lines. This gives advertisers a slightly higher character count to work with when writing ad copy.
    3. The description lines of the ads now consist of one large field. Again, advertisers get a slight bump in total character count, with the new description section allowing up to 80 characters, instead of 35 per line (70 total).
    4. Display URLs now default to final domain URLs. Advertisers now have the option to add up to two additional (and optional) “Path” fields. These fields are intended to provide users with more information about where they’ll be taken when they click on an ad link. Advertisers will no longer manually add a display URL when writing ads.

How Expanded Text Ads Will Impact Your Campaigns

Overall, the net takeaway from the introduction expanded text ads is that advertisers now have more space to write ads. The additions to both headline and description character limits give advertisers more room to write clearer, more impactful ads. By providing viewers with more information in their ads, advertisers may be able to garner more clicks and higher conversion rates for their campaigns.

The focus of the move towards expanded text ads is to optimize mobile viewers’ ad experience. The expanded text format Advertisers may see a boost in conversions on mobile devices after the changeover, as their ads should function more effectively for mobile viewers. As we’ve seen with mobile ad extensions, adding more information to your mobile ads can help increase viewer engagement with your ads significantly.

However, many advertisers have crafted their ads to work specifically within the parameters of the existing ad formats, down to the very last character. While you may ultimately benefit from the change, your campaigns may suffer initially if they aren’t optimized for the format changes. To make the transition successfully and smoothly, you’ll have to take some steps to prepare your campaigns for expanded text ads. 

What You Can Do to Prepare Your Campaigns

Test (and Retest) Your Ad Copy

You’ve likely already done a good amount of testing to find the perfect words for your existing PPC ads. Now it’s time to start experimenting again! A/B testing revised ads that take full advantage of the new format will give you a good sense of how you’ll need to update different campaigns. AdWords itself has strongly recommended that advertisers start testing out the new format ahead of the switch; we also recommend starting your testing as soon as possible, so you can get ahead of the mandatory change.

Start Running Expanded Text Ads Alongside Current Ads

Another of the recommendations straight from the AdWords blog is to start rolling out expanded text ads as soon as possible — but to do so incrementally. If you switch all of your ads to the new format right now, you’re sure to find the updating process overwhelming, and your campaign performance will suffer. To ensure a smoother transition, start moving campaigns to the new format slowly. As you try out expanded text ads, keep some of your other campaigns running in the older format as long as possible. You can also use your existing ads to build stronger expanded ads. For instance, you may want to combine two of your top performing headlines into a single, longer one to get the impact of both.

Focus on Your Quality Score

Because the new format takes up a large amount of space on smartphones and other small screens, getting in the top positions on mobile ads can significantly impact the success of your ads. Start making an effort now to increase your Quality Score to ensure that your newly redesigned ads get the visibility that you need for AdWords success.

Getting the Most Out of Expanded Text Ads

When leveraged strategically, expanded text ads have the potential to make a hugely positive impact on your AdWords campaigns. And if you’re not already tapped into the lucrative mobile PPC space, now is a perfect time to start seeing great results from the mobile audience.

Webrageous’ team of PPC managers is highly experienced in navigating the changes to AdWords’ platform. We’ve helped many of our customers optimize campaigns for mobile campaigns, and now we’re primed to transform campaigns to make the most of the expanded text ads changes. Contact us today to learn how we can leverage our experience to prepare your PPC campaigns to find success with expanded text ads.

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How to Target Mobile PPC in Google Adwords

mobile ppc devices

If you had any doubts about the value of advertising to mobile device users, it’s time to start believing in mobile PPC. Tablets, smartphones and other mobile devices have become indispensable assets for both businesses and consumers. Traffic through mobile devices is taking up a larger and larger market share of PPC traffic. Mobile has now surpassed total desktop traffic, inching up to 51% of total media consumption in the US in 2015.

Savvy Advertisers are Adopting Mobile-First PPC Strategies

For some industries, focusing in on mobile PPC can help them tap a customer base more effectively. Desktop PPC ads can be prohibitively expensive, with some highly-sought after keywords costing over $100 per click. Additionally, with such a high amount of total online traffic going through mobile devices this year, advertisers who only use desktop PPC to promote their business can miss out on as much as half of potential customers. Many of our customers, especially law firms, are finding that their mobile PPC campaigns have a higher conversion rate and a lower CPC than desktop ads. By focusing on mobile PPC campaigns, they can avoid paying high prices to reach their marketing goals faster and more cheaply.

Targeting Mobile Users with Google AdWords

Because mobile advertising is a relatively new space, building a game plan to target mobile devices users can seem like a daunting endeavor. Here are a few tips for targeting mobile PPC users effectively with Google AdWords.

Focus Your Bidding Strategy on Mobile PPC

Unfortunately there’s no “all-in on mobile PPC” button on your AdWords dashboard. That doesn’t mean you can’t focus your ad spend on mobile devices, however. By using Bid Modifier, you can effectively push your ads towards mobile traffic and away from desktop viewers.

Use Bid Modifier to push your mobile bids close to the maximum limit of 300% to increase the amount of airtime your campaigns get on mobile PPC. You may also want to consider increasing your bid for location-specific ads, as mobile device users are likely to make location-based queries.

Optimize Ads for Mobile User Habits

In addition to adjusting your AdWords settings to serve more mobile ads, you should also adjust your new and existing ad copy and layout to work better for mobile users. While there are many ways to optimize your campaigns for a mobile format, here are key three things that you will absolutely need to consider.

Using Ad Extensions for more effective mobile ads.

Google has a wide range of AdWords extensions available. From “call now” buttons to built-in maps to your location, these plugins are the ideal way to pack valuable information into a small space. Using ad extensions can help you improve your conversion rate on mobile ads, and are customizable enough to work in a variety of situations. For more how to leverage this powerful mobile advertising tool, check out our article on how to use AdWords ad extensions effectively.

Optimize Your landing page layout for mobile.

Unless you’re relying solely on the “click to call” ad extension, your ads most likely link to landing pages. But if you’re simply directly mobile users to desktop-ready landing pages, you may not see great results from your mobile ads. The best mobile landing pages are short and cleanly designed, so they look great on smaller mobile screens. Any links or buttons on these pages should be clear and big enough to easily press with a finger. As with desktop landing pages, you may have to A/B test a few different layouts before you find one that works well for your customer base.

Edit your CTA for mobile-optimization.

Mobile users often conduct web searches in a different context than desktop users do. They may be searching on the go, in a loud environment. They are more likely to be looking for location-specific results. Mobile users also have the advantage of being able to call businesses without switching devices.  Adapt your CTA to anticipate their actions and react to their circumstances. You may want to test location specific CTAs (e.g. “Download your guide to Boston landmarks”) or device-specific CTAs (“Call us now to get your quote.”) to find out what works best for mobile audiences in your industry.

Cut down your landing page copy.

Additionally, laptop and desktop screens can handle lengthier landing pages, mobile screens are smaller and require shorter messaging. While you might be able to get away with a few extra sentences here and there on a desktop landing page, lengthy copy won’t increase your conversion rate for mobile PPC. If you’re converting existing campaigns for mobile PPC, be sure to cut down and rewrite copy to get your message across quickly and succinctly.

Taking on Mobile PPC with Webrageous

Developing a mobile-focused strategy can be a winning move for improving your PPC campaign returns. By working with Webrageous, you can make sure you’re getting the most you can from your mobile PPC campaigns. Our team of PPC managers has extensive experience working with mobile PPC campaigns, and can help you tap into the mobile-facing potential of your advertisements. Contact us today to learn more about how we can help you target mobile with Google AdWords.

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Best Practices of Placing Your Call To Action on Your Mobile Landing Page

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No matter what industry you’re in, mobile advertising is most likely becoming one of the best ways to reach the optimal audience for your business. According to Google, as many as 93% of consumers use mobile devices to research or make purchases. If you’re not running mobile PPC campaigns, you’re probably not reaching your advertising dollar’s potential. But for those mobile PPC ads to perform well you have to have a strong, well-placed call to action.

Your call to action, or CTA, represents the “Do or Die” moment for your advertising campaigns. A well-written, well-placed CTA can help spur conversions and improve ad performance. However, a poorly executed CTA can deter otherwise willing prospects from converting when they reach your landing page. Here are 5 best practices for making sure that your mobile landing pages are optimized for conversion.

Make Your Ads Thumb-Friendly

A significant but often overlooked aspect of mobile marketing is recognizing that your audience is viewing ads in a different format than desktop browsers. Text sizes and links that fit just fine on desktop screens can be frustratingly tiny on mobile screens. Apple’s Human Interface Guidelines recommend touchscreen targets, such as CTA buttons, of at least 44×44 pixels, although a study at MIT found that the average mobile device user needs at least 45-57 pixel-wide targets to comfortable click buttons on touch screens.

Whether you measure your CTA buttons down to the last pixel or not, optimizing your CTA buttons for mobile users is critical to their performance. One of the easiest ways to gauge how user-friendly your ads are is to pull them up on a smartphone and test them yourself; if you have trouble pressing your call to action button, you can be sure that at least a portion of your target audience will have trouble as well.

Design Your Landing Page Around Your CTA

Your call to action has no business being shy — it is the focal point of a well-designed landing page, and it should be as easy to find and as clear as possible. On mobile ads, this often means big, bold text or a button, and (usually) above-the-fold placement. Test your page to make sure that it loads correctly and quickly. Over half of mobile users will abandon web pages that take longer than 3 seconds to load, so ensuring that your landing page isn’t cluttered up with slow-loading or visually distracting elements can help keep your audience’s focus where you want it to be. And remember: stick to only one call to action per landing page. A single, easy-to-recognize CTA that draws the eye should be effective enough on its own. Multiple CTAs will only distract and decrease the chances of a viewer taking action overall.

Keep Your Copy Short, Simple, and Specific

Small screens also mean you need to get your message across faster and more concisely than ever. Short, pithy copy is a must-have for your mobile call to action. Most consumers have seen generic CTAs thousands of times over, and these uninspired CTAs don’t provide any real incentive for readers to act. Focus on crafting your call to actions to be dynamic and action-focused to help boost your CTR. Alternatives to the tired “Click Here” and “Download” include phrases like “Shop Our Collection Now,” “Start Your Free Trial” or “Download Your Coupon Here.” If you cut down your text to the minimum needed to get your message across while keeping your language specific, you can make your intent clear to your audience.

Stay Above the Fold…Probably

When they first load your landing pages, what do your viewers see? Is there a clear focus and intention to the page, and an easy-to-find call to action? If your CTA isn’t visible from the moment your landing page loads, you might want to consider redesigning it. Users spend as much as 80% of their on-page time above the fold. If you want to guarantee that your call to action will have maximum viewing time, placing it above the fold is a fairly safe bet. However, although conventional wisdom holds that CTAs should be above the fold, many companies are finding that that isn’t always the case. As mobile device users become more accustomed to seeing long, scrolling web pages, the fold becomes a less significant barrier. The best way to find the best placement for your CTA is to test variations. Which leads us to the next best practice for placing CTAs…

Test, Test, Test!

We’ve discussed in previous posts how A/B testing is one of the best ways to improve your ad conversion rates. Everything from the color of your text to placement to buttons and links can impact how well your landing page performs overall. Testing variations of copy, layout, and other aspects of your landing page can help you hone in on what style, messaging, and CTA placement will resonate most with your customers. Advertisers who used a large number of landing pages variations generated as many as 12 times more leads than those who maintained only a few landing pages. And you don’t have to start churning out dozens of new landing pages to reap the benefits of A/B testing. Testing how simple changes to the placement of your CTA can have a big impact in the overall quality of your campaigns and can help boost your conversion rate significantly.

Make Your Call to Action Click with Webrageous

Mobile PPC advertising is still a young and evolving segment of online advertising, and it’s not uncommon for advertisers to make mistakes with their mobile campaigns as they venture into this lucrative space. Webrageous has been managing mobile PPC results since mobile advertising became available to marketers, and we’ve been honing our digital advertising strategies over the years to help our clients get the best possible results from their campaigns. If you’re interested in learning how Webrageous can help you improve and maintain your mobile PPC campaigns and boost your business, contact us today for a consultation.

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4 Common Mobile PPC Advertising Mistakes and How to Avoid Them

PPC mistakes

If you’re not currently seeing the results you want from your PPC campaigns, or are ready to take your digital advertising efforts to the next level, mobile PPC is an important step in growing your business’ online presence.  With over half of all search traffic coming from mobile devices, running mobile ads is rapidly becoming an essential component of successful digital advertising campaigns. Here at Webrageous, our clients have had immense success running mobile PPC campaigns, especially in industries for which the desktop PPC space is plagued by expensive CPCs and high competition for the best ad placement.

Advertiser Beware: Avoiding Common Mobile PPC Mistakes

Unfortunately, running successful mobile PPC campaigns isn’t as simple as turning on mobile for your existing desktop PPC campaigns. Mobile advertising is a whole different ballgame from traditional desktop advertising, and the best mobile PPC campaigns are those that capitalize on the unique advantages of the mobile space while accounting for its potential drawbacks. If you treat your mobile campaigns as just another branch of your desktop campaigns, you will most likely see poor results. But by taking a few steps to optimize your mobile PPC campaigns, you can see great returns on your mobile ad spend. Here are four common mistakes that advertisers often make when advertising on mobile, and how you can avoid them yourself.

Mistake #1: You Haven’t Written Mobile-Specific Ad Copy

While the character limits of mobile and desktop ads are technically the same, the way ads are displayed on each platform can impact the overall performance of your ad copy. Since mobile screens are smaller, your message on mobile platforms needs to be especially clear and to-the-point. It’s also important to craft CTAs specifically for mobile platforms.  For example, up to 70% of mobile device users will call a company directly from their device, which is not often an option for desktop and laptop searchers. Since mobile searchers are far more likely to make phone calls to your company when they’re browsing from their mobile device, well-written mobile ad copy often includes a phone call-oriented CTA. You can also combine pithy, relevant messaging with corresponding ad extensions such as the click-to-call extension to give your ad copy a bigger boost.

Mistake #2: You Direct Mobile Searchers to Desktop Landing Pages

As with ad copy, desktop landing pages are often customized to work best on larger screens. Unfortunately, the same elements that make for a high-converting landing page on desktop can kill its performance on mobile, as those large landing pages often look awful or load slowly on mobile. To make sure that your mobile viewers convert once they hit your landing page, make sure to optimize your mobile landing page for their screen size and capabilities — that means no Flash, no slow-loading images, and no tiny text.

Mobile landing pages should be short, sweet and straightforward. Keep text and images to a minimum to help viewers hone in on your core message and CTA. Above all, mobile landing pages should be thumb-friendly;  minimal input fields and large, easy-to-press buttons and links work great. We’ve found that a single, easy-to-act on CTA, such as pressing a large “Call Us Now” button, is the best way to ensure that mobile viewers convert.

Mistake #3: You Aren’t Taking Advantage of Mobile Ad Extensions

Ad extensions are a simple, easy and cost-effective way to drastically improve the performance of your mobile ad campaigns. These simple plugins add user-friendly functionality to your ads, and there are a wide variety of extensions available to achieve different purposes. For instance, you can add a Google Maps link to help customers find directions to your storefront. One in three searches on Google is local, and with as many as 78% of local mobile searches ending in a purchase, giving searchers the ability to find your store or office can garner great results. Another effective ad extension adds a “Call Now” button and your phone number to your ads, making it easy for mobile users to make calls directly to your business. No matter which ad extensions you use, they can help you make the most effective use of your advertising space and get the best returns possible from your mobile PPC campaigns.

Google is actively encouraging mobile advertisers to use ad extensions in their mobile ads. As a results, using ad extensions can also give your Quality Score a boost. This means that, in addition to providing great functionality to your ads, utilizing ad extensions can be an effective means of improving your ad placement and lowering your CPC on mobile.

Mistake #4: Your Analytics Aren’t Mobile-Focused

So you’ve got your mobile PPC campaigns up and running. But are you sure you’re measuring your results correctly? User behavior on mobile often differs from desktop browsing habits, and as a result mobile ads tend to perform somewhat differently than their desktop counterparts. For instance, studies have shown that the mobile CTR rate drops off 45% faster in lower positions than on desktop. If you’re used to thinking that lower ad positions are “good enough” on desktop, you’ll be putting yourself at a huge disadvantage when you venture into mobile PPC.

You can get better insight into the performance of your mobile ads by tracking them correctly. We recommend you always segment out your mobile and desktop campaigns in Google Analytics so you can understand your mobile ads performance more accurately. Taking into account mobile-focused metrics that matter to your business — such as phone call conversions — is another significant part of developing good mobile analytics practices. Learning how to measure and react to your mobile campaigns’ performance takes time and knowledge.

Get Expert Mobile PPC Campaign Management

A PPC strategy that doesn’t include mobile ads is an incomplete one. Make sure that your strategy is strong and successful by implementing mobile ads. Webrageous has years of experience developing effective paid search marketing strategies and has been helping companies optimize their mobile PPC campaigns since mobile first became available to advertisers. Contact us today and learn more about how Webrageous can help you develop your PPC strategy to get the best results for your organization.

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Savvy Legal Professionals are Choosing Mobile PPC Over Desktop Ads — Here’s Why They’re Making the Right Move

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How much was your online ad spend last month? If you’re in the legal industry, it was likely pretty high. Did you see the results you wanted from your campaigns, or were you left with lingering doubts that you might have wasted your ad spend? Digital ad campaigns can be a highly effective method of building an online presence for your law firm and connecting with clients who need your services. But while PPC campaigns can successfully generate business for your firm, they can also be costly and ineffective when they aren’t implemented appropriately. We’ve found that law firms that focus their efforts on mobile ad campaigns can see much better results for their efforts, without breaking the bank.

The Problem with Desktop Ads

If you already have some experience with search advertising, it shouldn’t be any surprise that bidding on legal industry keywords can be expensive. In fact, when it comes to desktop PPC ads, legal industry keywords consistently rank among the most expensive keywords available. This is especially true for desktop advertising. If you thought that you might fare better on Bing, guess again.

The legal industry is a healthy, highly profitable space right now, and many law firms are rushing to build a digital presence and reap the benefits of running a successful PPC ad campaign. But desktop advertising for the legal industry is so competitive that it can be extremely challenging to get the exposure you want at a price point that fits your budget.

Switching to Mobile PPC: A Better Solution for Legal Professionals

The truth is, those big-ticket keywords on desktop ads aren’t necessarily going to be your best bet for getting more business. If you want your ad campaigns to translate to conversions, you need to focus on finding the right audience for your ads. Mobile devices now account for over half of the total browsing time in the U.S., making mobile users a lucrative but still largely untapped market for online advertisers. Because of the aggressive climate of desktop searches, we recommend that our legal industry clients explore mobile search ads as an alternative to traditional desktop campaigns.

Our Clients’ Results: Better Performance for Legal Industry with Mobile Ads

Webrageous has extensive experience managing PPC accounts for law firms, we’ve seen great results with mobile ad campaigns for our clients. If you’re still weighing the merits of desktop vs. mobile ads, here are some of the key takeaways from our legal industry clients’ campaign performance that might change your mind.

1. Mobile Ads Have Better Visibility

We’ve already mentioned that running mobile ad campaigns can help you reach a previously untapped audience of mobile users. But you’re also more likely to score better ad placement with a well-implemented mobile ad campaign. When it comes to ad performance, position matters. Over the past year, the average desktop ad ranking for our clients within the legal profession was 3.2. For mobile ads in the same industry, our average ranking was 1.5.

It’s important to remember that for every position your ads drop, you’ll likely to see a dramatic decrease in CTR. Better ad placement will help you improve your CTR. Since you’re more likely to score those top positions on mobile, you’ll have much more success overall by focusing on mobile ad campaigns.

2. Mobile Ads Convert More Effectively

Mobile ads simply tend to perform better. We’ve seen that mobile ads convert significantly better for our legal industry clients. While our desktop conversion rates generally hover between 2% to 5% — a range that conventional wisdom holds is a respectably successful conversion rate — our mobile ads averaged nearly 25% conversion rate in 2015. Well-designed mobile ads usually include a CTA specific to mobile devices, such as a phone number for users to call. Since users can easily contact your firm without switching devices or leaving their browser window, they’re more likely to actually call you when they see your ad on a mobile platform.

3. Mobile Ads Have a Lower Cost Per Conversion

Perhaps the most compelling argument for mobile advertising is a financial one. Because mobile advertising is a relatively new space, keyword bidding for mobile isn’t nearly as costly as it is for its desktop counterpart. This makes mobile advertising a prime platform for law firms to build an online presence and see the best possible return on their advertising spend.

Because mobile ads tend to have better visibility and a more compelling CTA, you’re much more likely to see positive returns on your ad spend on mobile. Our clients have experienced great ROI with their mobile PPC campaigns. When it comes to stretching the reach of your advertising dollar, mobile PPC is clearly the way to go.

Ready to Get Started with Mobile PPC?

Getting the right exposure can be challenging, especially if you don’t have extensive experience running search ad campaigns. If you’re not seeing the results you need to stay competitive, you may need a PPC overhaul. Webrageous has years of experience helping legal professionals achieve the ROI they want from their online advertising campaigns. No matter what your advertising goals are, we can help you develop a strategy that fits your budget and helps you see better results.

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Why you should invest in a PPC mobile campaign ASAP

If you’re an online advertiser, it is a fantastic idea to invest in a PPC mobile campaign. While it is not absolutely necessary, doing so can benefit your company greatly.

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Marin software recently released a report stating that mobile devices will drive one third of paid clicks in the US by December 2013. Do you want to potentially increase business by 33.3 percent? Then you should invest in a pay per click mobile campaign.

 

One of the exciting elements of mobile advertising is that you can show a different set of advertisements and set different bids based on the mobile device you are targeting. Like all Google AdWords campaigns, you can also target by location and time.  People use their smartphones constantly, so targeting users on mobile devices is an obvious choice. As smartphones become both cheaper and more advanced, mobile PPC advertising is becoming more important for businesses. (more…)